Why Dynamic Digital Signage?

A Comparison To Other Media

In general

• Dynamic Digital Signage (DDS) talks to consumers directly at

the point-of-purchase or point of decision while in TV, Radio and

Print there is always a time for distance gap between the ads and

the advertised product.

• DDS builds “the last 10 feet” to the consumer as it

communicates with shoppers who are ready to buy. It is

more targeted, with in-store demographics becoming

increasingly available to enable more accurate day-

parting and other measurements.

• DDS content can be adapted depending on regional or

local interests, demographics and buying patterns.

• DDS audiences are ‘ready to act’ while all other media

audiences are passive ‘potential consumers’.

• Ad recall and retention in Digital Signage is better than

in any traditional advertising.

• DDS ad spending is easier to account for as it can be

tracked directly to sales uplift.

Static signs (Posters, Placards, Whiteboards, etc.)

• DDS can deliver exponentially more ad spots

occupying the same space.

• Full-motion DDS ads have more impact.

TV and Radio

• Viewers tend to perceive TV and Radio ads as

irritating interruptions. By contrast, shoppers are

more responsive to DDS ads when they convey

timely, helpful and relevant information that helps them

to make the right choice.

• Viewers cannot skip DDS ads.

Newspapers and Magazines

• Newspaper ads are typically viewed once a day

while DDS delivers more frequency.

• DDS ads are more compelling because of full-motion capabilities.

• DDS ads are more flexible, they can be customized

and aimed at smaller target audiences within a larger

audience.

• DDS is more cost-effective than most

newspapers and magazines while having a higher

targeting ability and impact.

TV/VCR/DVD combos in retail

• VCR/DVD content gets outdated quickly, distracts

Employees and takes a long time to change.

• DDS networks allow operators to sell measurable ad

space to advertisers and retailers, while TV/VCR/DVD

combos have limitations in creating this revenue

channel.

• DDS networks are largely automated and remotely

operated while TV/VCR/DVD combos require manual

management and thus consume employee time.

Whether you are looking for new ways to reach your customers or a better and more efficient media to communicate with your employees, digital signage is the ultimate solution to reach your audiences with dynamic up-to-date content and messages.

Digital signage can maximize your message and maintain relationships with your customers.

Traditional media tools including billboards, print posters and stand alone video displays have all been created to deliver messages at high traffic locations.

However, those traditional displays take a long and costly cycle to produce, distribute and update.

More importantly, the static nature of those traditional displays greatly handicaps a business that has the needs to reach their customers with timely, up-to-date and localized content. 

As our society and technology continue to evolve, Digital Signage is quickly becoming a new-generation Digital Media Network that delivers dynamic and relevant content to target audiences in a way beyond the reach of traditional media tools.

The Proof Is In The Research

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media—radio, television, cable, online

radio and out-of-home—as well as advertisers and advertising agencies in the United States and Europe.

Please take a moment to view Arbitron's latest Digital Signage research study.

The Arbitron Retail Media Study Vol II:

Consumer Interest and Acceptance of

Video Displays in Retail Environments